Understanding and appreciating the ethical dilemmas associated with business is an important dimension of marketing strategy. Increasingly, matters of corporate social responsibility are part of marketing's domain.
Ethics in Marketing contains 20 cases that deal with a variety of ethical issues such as questionable selling practices, exploitative advertising, counterfeiting, product safety, apparent bribery and channel conflict that companies face across the world. A hallmark of this book is its international dimension along with high-profile case studies that represent situations in European, North American, Chinese, Indian and South American companies. Well known multinationals like Coca Cola, Facebook, VISA and Zara are featured. This second edition of Ethics in Marketing has been thoroughly updated and includes new international cases from globally recognized organizations on gift giving, sustainability, retail practices, multiculturalism, sweat shop labor and sports sponsorship.
This unique case-book provides students with a global perspective on ethics in marketing and can be used in a free standing course on marketing ethics or marketing and society or it can be used as a supplement for other marketing classes.
Table of Contents
Part 1: Background
1. Foundational Perspectives for Ethical and Socially Responsible Marketing Decisions
2. Advanced Perspectives for Ethical and Socially Responsible Marketing Decisions
3. "Preserving the Venture"—A Sample Case Study with Frameworks and Ethical Analyses
Part 2: Short Cases
4. Just a Friendly Request
Terri L. Rittenburg
5. Going Along to Get Along
Raymond F. Keyes
6. Casas Bahia
7. Discount Drugstore: No Gifts Allowed?
Gene R. Laczniak
8. Reference Prices in Retailing: What is a Fair Comparison?
9. Drug Testing in India
Nicholas J.C. Santos
10. Starbucks China: The World’s Priciest Cup of Coffee
Part 3: Intermediate Cases
11. Superior Services: Should Short Skirts Sell Software?
Lori Lepp Corbett
12. Tough Decisions: Something to Snack On
Brendan D. Murphy, Patrick E. Murphy and Stacey L. Meader
13. A Young Pharmacists Dilemma: Questionable Transactions
Barbora Kocanova and Veronika Vosykova
Karin Besenbaeck and Haley Rosenbach
15. Zara & Fast Fashion
Sarah Eide, Elizabeth Sadler and Sarah Tonti
16. The Co-operative Bank of the UK
Fiona Harris and Sarah Tonti
17. Counterfeits in Online Retailing: How They are Sold and What Can Be Done to Fight Back
Barbara Stöttinger and Julia Gschwendner
18. Montenegro Electronics, Ltd.
Jacob Bagha and Gene R. Laczniak
Part 4: Long Cases
19. The Coca-Cola Company: The Skinny on a Big Fat Problem
20. Auchan (France)
21. TOMS Shoes: One for One Movement
Robert Meara, Matthew Terilli and Jennifer Sawayda
22. Facebook in the Developed and Developing World
Eva Marie D. Schulte
23. VISA and FIFA: Everywhere You Want to Be?
Brian R. Levey and James Matakovich
Patrick E. Murphy is a Professor of Marketing at the University of Notre Dame, USA. His research on marketing ethics has been published in Journal of Marketing, Journal of Business Ethics, Journal of Macromarketing, Journal of Public Policy & Marketing and European Journal of Marketing
Gene R. Laczniak is the Sanders Professor of Business Emeritus at Marquette University, USA. His research and commentary on marketing and society issues has been published in Journal of Public Policy & Marketing, Journal of Business Ethics, Business Ethics Quarterly and the Journal of Macromarketing.
Fiona Harris is a Senior Lecturer in Management in the Department for Strategy and Marketing and Deputy Director of ISM-Open at the Open University, UK.